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According to Jose Leon, document management is Xerox's expertise and
that's the specialization they plan to bring to the customers' table
Xerox has recently undertaken a branding initiative whereby it has changed
its logo. What implications will it have on your partners?
Now our customers and partners will identify better with our brand than
earlier because the new logo is more vibrant and energetic. This change of logo
was a conscious decision taken by us keeping the above factors in mind.
What differentiates Xerox from its competitors?
Our response to the customer requirement in the market is what
differentiates us from other players. Our products and requirements resolve the
business issues of our customers, which is their key concern area. Document
management is Xerox's expertise.
Printer vendors have been lowering the prices of their products. Will
Xerox be doing the same?
Xerox believes in right pricing of products. Our competitors may say that we
are aggressively priced, but that is something we can always justify. We price
our products and services as per the value it can give to our customers.
Our core strength is always focused on how can we leverage the business of
the end-customer and how do we add value to their business. We are targeting
volume sales but for that, we do not need to lower the volume of our printer
products because we believe in lowering the total cost of ownership of a product
for our customers.
Xerox's brand visibility is not as prominent as that of its competitors.
Why?
Our competitors have brand money to spend in their entire product category
and hence their brand brushes across the products that we play in. But if you
actually compare dollar to dollar spent on brand in the space Xerox plays in, we
would be in equal spending on our brand visibility.
Today, we don't have a large number of retail products. However, in the laser
category, we are visible in terms of demand generation activities. We have
scaled up in the laser category and I wouldn't say that there is no room for
improvement; we are on the right track at the moment.
The refilling industry is emerging big time in India. Will it have an
effect on Xerox's business as well?
We don't play in the inkjet category where refilling activity is carried on
a large scale. In the laser category, refilling is not that rampant and we also
don't expect much to come as of now. But yes when the volume in this field
starts growing, maybe our business will be affected.
Our printers carry a technology which ensures that the cartridge cannot be
refilled and that is much more economical for the end-customers. This is simply
because our products are certified and they also come with warranty.
Do you have any plan to set-up retail outlets under your own brand?
The need for the same could arise in future but as of now, we don't have a
huge product portfolio. The SMB customer who wants to see the demo can approach
the partner or us directly. We already have major retail presence through
Staples and Reliance.
What initiative are you planning for the partners?
We sell the printer at a price at which we advertise and hence, it is a
win-win situation for partners, customers and Xerox. We are bringing together
this value proposition. Also, we have made an event calendar for the whole year
after consulting partners and these events are focused at end-customers. Every
partner will be giving us their event calendar that will have things they want
to do to engage with maximum customer and we will be supporting the partner to
our fullest capacity.
Amrita Tejasvi
amritat@cybermedia.co.in Page(s) 1
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